| Summary: | The purpose of this research was to explore the confidence and trust affecting online shopping decisions of agriculture product for elderly people in Thailand. This research is a quantitative study in which data were collected from questionnaires given to respondents, who were 378 elderly people aged 51-65 years, living in Muang District, Nakhon Sawan Province. The data were then analyzed using Multiple Regression Analysis. The results showed that confidence and trust had a statistically significant effect on the elderly's online shopping decisions. Trust was found to be the most influential factor, followed by the elderly’s confidence in making online shopping decisions.
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